Cricket Australia Unveil New Partner

Cricket Australia Media

Woolworths to support Australian cricket from grassroots to the elite level

Cricket Australia is pleased to announce an exciting multi-year partnership with Woolworths - one of Australia’s most iconic brands and the largest supermarket chain in Australia, which will see them play a major role in supporting the next generation of Australian cricketers via the junior pathways program.

This partnership sees Woolworths secure naming rights for Australian Cricket’s highly anticipated brand new entry level program - Woolworths Cricket Blast, which is replacing the MILO in2CRICKET and MILO T20 Blast programs in schools and clubs from this season onwards.

In addition to the naming rights of Woolworths Cricket Blast, Woolworths will also be the Presenting Partner of the Mascot Challenge - a school program for Kindergarten to Year 2 students, Junior Cricket Formats, Regional Talent Academies and Male Underage Teams & Championships.

At the heart of the partnership is a desire by Woolworths to promote the importance of a healthy and active lifestyle to the next generation of Australians through a love of cricket, and they are looking forward to making this the largest and most successful grassroots partnership in the country.

Cricket Australia CEO James Sutherland said:

“We are delighted to have Woolworths on board as a partner across the Australian junior cricket pathway and to have them providing support from grassroots to elite levels of the game."

“With their focus on fresh food and the community as Australia’s Fresh Food People, this is the perfect partnership to help inspire budding cricketers as they start their journey with the game.

“We are confident that the Woolworths team, together with cricket’s 4,000 clubs and thousands of volunteers, will bring this partnership to life in a positive way, making it easier and fun for more kids to eat well, be active and play cricket.”

Woolworths Supermarkets Managing Director Claire Peters said:

“Every summer junior cricket is a vital part of many Aussie communities, with thousands of families heading to their local oval each week as kids build vital skills by taking part in one of the country’s most popular participation sports."

“Eating fresh and healthy food is also essential to the success of any junior cricket player and we are thrilled that Woolworths Cricket Blast will help continue our focus on supporting the next generation of fresh food kids.”

Woolworths Cricket Blast will officially launch in July, with more information about this fun and fast program and the rest of the junior cricket pathway available soon at: playcricket.com.au

Woolworths will also become the Official Partner of the Men's International Cricket Team and Series and Official Supplier of the KFC Big Bash League and Rebel Women’s Big Bash League.

By partnering with one of Australia’s most well-known brands, a company that generates more than 20 million customer transactions a week across 1,022 stores, Cricket Australia will work with Woolworths to utilise its nationwide store network and vast consumer channels to promote the Australian junior cricket pathway, including Woolworths Cricket Blast, and to help grow healthy and active Australian kids through playing cricket.

The Woolworths partnership announcement signifies growth, investment and innovation within Community Cricket across Australia, underscoring the tremendous importance of grassroots cricket to the long-term sustainability of the sport.